Case study: $31M in 2 years - How to stack channels the right way

This is one of our biggest clients.

They came to us in August 2023–back when we were still JRB Media.

Over the past 20 months, we’ve generated over $31M from Google Ads alone.

What a ride.

But we didn’t start that way. Far from it.

When we first partnered, they were only spending $17k a month.

And 90% of their revenue came from branded searches.

At that point, their growth was capped.

So how did we change that?

We dimensionalized their customer base.

Step by step, we stacked new layers of audience onto their targeting.

Here’s what it looks like in practice…

First, we launched Search Brand Protection campaigns.

This ensured they captured every person searching for their name.

Next, we introduced MOF prospecting campaigns.

The goal was to target buyers looking for their product category but didn’t yet know the brand.

Next, we pushed into TOF campaigns—people with a problem but no awareness of our solution.

Then we layered on more campaign types:

• YouTube Ads

• Demand Gen

• Dynamic Search Ads.

We identified untapped keywords to capture different search intents.

And we didn’t stop there.

Before, they were only reaching the Australian market.

We helped them break into New Zealand, Singapore, and the U.S.

Do you notice the pattern?

Do you see how we kept stacking more “dimensions” to their audience?

On the awareness levels layer, we targeted buyers at every stage of the funnel..

On the location layer, we opened new markets.

On the campaign type layer, we tapped into different parts of the Google ecosystem.

On the search intent layer, we reached buyers with new keywords.

Each new layer showed up in the dashboard.

And as we expanded their audience base, so did their revenue.

Most brands we talk to start the same way.

They got stuck chasing the same pool of limited buyers.

Our approach is always the same:

First, we optimize—squeezing the most out of the current audience.

Then, we expand—finding the next untapped dimension.

And we repeat.

Optimize, expand. Optimize, expand. Optimize, expand.

This way, we don’t just help them scale their ad spend and grow the brand.

But we also keep their profitability stable (and in many cases, push it even higher.)

So ask yourself:

1. How can I optimize my current account?

2. How can I dimensionalize my revenue?

The first question will make you more profitable.

The second question will make you more revenue.

Jackson

Founder and CEO of Echelonn

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